1. Don’t make it all about youThis is not a competition. Your organization’s social media feed does not have to be all about you. Instead it should focus on your mission and mission related issues. It should also highlight the work of your partner organizations. A good rule of thumb I like to use is the Rule of Thirds for social media. Steven Shattuck suggests a three part system for nonprofits . This rule states that tweets, posts, and status updates should fall into one of three categories and be spread more or less evenly between each:
- Appreciation – 1/3 of posts should be about you or your brand
- Advocacy -1/3 of posts should be about your mission, with content from an outside source. Especially focus on the work of smaller organizations who receive less exposure. Use your social media platform to lift up the voices of other organizations.
- Appeals – 1/3 of your posts should be personal interactions